A vehicular display system is provided that is capable of achieving both display performance of images or videos and viewability as a window in a non-display mode. The vehicular display system includes: a window that is a transparent plate mounted on a vehicle; a liquid crystal unit that is arranged on the inner surface, in the inside/outside direction of the vehicle, of the window and has changeable levels of transparency; a projector that projects images or videos onto the liquid crystal unit; and a control unit that controls the liquid crystal unit and the projector, wherein the control unit controls the projector in a state of the liquid crystal unit being translucent, to cause the projector to project images or videos onto the liquid crystal unit.